This means that he’ll take on the expected duties, like starring in the brand’s advertising campaigns for clothing, accessories, and fragrance next spring. Jordan will also be involved with Coach’s philanthropic arm, The Coach Foundation. And, interestingly, he’ll also moonlight with the label’s creative director, Stuart Vevers, on “special design projects”—which, if they mirror his personalstyle, is very good news.

This announcement is a reflection of the new era of brand advertising, and especially the celebrity-brand relationship. Gone are the days when famous folks would just sit down and pose for some pictures, collect a check and call it a day. Today labels are asking for spokespeople to have a much more expansive role—they want to sign up celebrities who align with the brand’s ethos on a personal level. “Michael is cool and authentic, and he really embodies the Coach guy,” Vevers said via a press release. “I’ve had the chance to get to know Michael over the last couple of years. He always looks great in Coach, so it felt really natural to build our relationship.”

Jordan echoed that sentiment: “I’m looking forward to jumping into the creative process and exploring fashion through a different lens.”

While details are still mum, look to their womenswear global ambassador, Selena Gomez, for some hints of what’s to come. When her partnership with the brand was announced back in 2016, the same verbiage—“special design project”—was floated. Since, she’s indulged in a multi-season capsule collection of accessories and ready-to-wear, has fronted the seasonal campaigns, has hosted pop-up shops, and used her Instagram account (a mere 143 million strong) to drive the whole project. Her deal, at $10 million, has been a boon to the brand, which has found its footing lately by pushing an aesthetic we'll call Americana mixed with rock ‘n’ roll.

Also of note: with this announcement, Coach now has a Latina woman and African American man as the global faces of the brand (itself a subsidiary of Tapestry, Inc. a publicly traded company that also includes Kate Spade and Stuart Weitzman). But this doesn’t feel feel like a mere diversity play, which is refreshing—Jordan, of course, announced earlier this year that his production company would use inclusion riders for all his future projects. Instead it feels like Coach just wants to be in bed with people who are genuinely cool, stand for positive values, and are connected to a younger generation.